December 8, 2024 Swoogo

30+ Key Event Marketing Statistics Every Planner Needs To Know

As the industry evolves, understanding key event marketing statistics is essential for planners to craft impactful campaigns and stay ahead of trends.

This list of 30+ key event marketing statistics highlights the latest insights on industry growth, audience preferences, technology adoption, and more.

1. Global Event Marketing Industry Growth

The global event marketing industry continues to expand, with a projected market size of $722.67 billion by 2028.

The global market is expected to grow at a compound annual growth rate (CAGR) of 10.63%.
Event marketing is increasingly seen as a primary driver of business success.
Both in-person and hybrid events are contributing significantly to this growth.
Investments in event technologies are rising as part of this trend.
Event planners are prioritizing high-quality experiences and creative concepts for events to attract attendees.

2. In-Person Events as a Marketing Channel

In-person events continue to dominate the marketing landscape. Over 80% of organizers consider in-person events the most impactful marketing channel.

In-person events foster stronger personal connections than virtual ones.
Face-to-face interactions at events increase brand trust and loyalty.
Companies are dedicating more resources to hosting in-person experiences.
These events offer richer data and insights compared to virtual events.
In-person events are often seen as an essential element in a comprehensive marketing strategy.

3. Event Attendance Increase

Event organizers report increased attendance at their in-person B2B conferences, with over 50% seeing growth in attendance.

More businesses are investing in in-person experiences to foster better engagement.
Attendees value the networking and personal interaction that in-person events provide.
B2B events have seen a resurgence as companies recognize their importance in relationship-building.
Event formats have evolved to meet new audience preferences, including hybrid setups.
Event organizers are focusing on transforming events by delivering high-quality content and experiences to retain attendees.

4. Event Professionals’ Spending Expectations

Event professionals are forecasting a budget increase, with 67% expecting a rise in meeting spend in 2024.

13% of event professionals anticipate a more than 10% increase in event budgets.
Event budgets are being allocated to both digital and in-person event experiences.
The growth is driven by the desire to enhance attendee engagement and content delivery.
Technology investments are a major focus, with a shift towards hybrid event solutions.
More resources are being devoted to immersive and interactive event features.

5. Hybrid Events’ Future Importance

Hybrid events are increasingly viewed as essential for future event strategies. 59% of event marketers consider them a critical component for 2024 and beyond.

Hybrid events offer a flexible solution for both in-person and virtual audiences, requiring suitable hybrid event venues to accommodate both.
These events enable businesses to reach a larger, more diverse audience globally.
Hybrid models allow for better data tracking and post-event engagement.
They combine the best aspects of in-person interaction and digital accessibility.
Virtual components in hybrid events attract attendees who can’t be physically present.

6. Virtual Event Success Rate

Virtual events have proven successful for a large majority of organizers, with 92.1% rating their online events as successful.

Virtual events allow for global participation, breaking down geographical barriers.
Real-time analytics help organizers measure success and adjust strategies instantly.
Cost savings are significant compared to in-person events.
Virtual events offer increased accessibility for diverse audiences.
The ability to engage with attendees through interactive tools has greatly improved.

7. Event Marketing ROI

52% of businesses believe that events deliver the greatest ROI compared to other marketing channels.

Events offer a high return on investment, especially when planned with clear objectives.
Face-to-face engagement leads to stronger relationships with clients and partners.
Marketing through events creates a memorable experience that can influence purchasing decisions.
Events allow brands to directly showcase their products and services.
They provide valuable data that can inform future marketing efforts and strategies to increase event ROI.

8. Event Marketing Spending Increase

65% of companies worldwide have reported an increase in their event marketing budgets. This indicates a growing confidence in events as powerful marketing tools.

Increased spending reflects the shift towards more experiential marketing.
More companies are adopting hybrid and virtual events to reach a larger audience.
Event marketing is becoming a larger part of overall marketing budgets.
The demand for immersive event experiences is pushing companies to invest more.
Event technology is receiving a larger portion of the marketing budget to enhance engagement.

9. Event Professionals’ In-Person Event Plans

86.4% of event professionals plan to maintain or increase the number of in-person events in 2024 compared to 2023.

In-person events foster deeper connections and trust with attendees.
These events provide opportunities for spontaneous networking and collaboration.
The demand for physical events has been revitalized as restrictions ease.
Event organizers are focusing on delivering high-quality in-person experiences.
Face-to-face interactions are seen as a key component of effective business development.

10. Event Professionals’ Budget Increase

67% of event professionals anticipate an increase in their event budgets for 2024. This growth reflects the increasing importance of events in marketing and customer engagement strategies.

Budgets are being expanded to accommodate the growing demand for immersive and hybrid events.
More funds are being allocated to enhance event technology and digital experiences.
Event planners are prioritizing quality over quantity in event production.
The rise in event budgets also reflects an increased demand for more personalized attendee experiences.
Event professionals are investing in long-term strategies that emphasize customer retention.

11. Event App Usage

71% of attendees engage with event apps during conferences or events. This statistic highlights the growing importance of digital tools for enhancing the attendee experience and streamlining event operations.

Event apps allow for seamless event navigation, session scheduling, and networking.
They help attendees keep track of event updates, speaker schedules, and venue maps.
Real-time push notifications can be used to inform attendees of important changes or promotions.
Apps provide opportunities for gamification, such as leaderboards or point collection, to engage attendees.
They collect valuable data on attendee preferences, allowing for better-targeted marketing in the future.

12. Event Marketing Budget Allocation

52% of event planners allocate over 50% of their marketing budgets to event marketing.

Events are viewed as the most impactful marketing tool, hence the larger budget allocation.
Companies focus on both physical and digital events to maximize audience reach.
Increased investment in technology for virtual and hybrid events is becoming more common.
Allocating a significant portion of the budget to event marketing is a growing trend.
Companies are using events to drive brand loyalty and long-term customer relationships.

13. Growth of Event Marketing Technology

48% of event marketers expect their technology budgets to increase in 2024.

Investments in event tech are driven by the demand for hybrid and virtual events.
Event tech enhances the attendee experience with features like live streaming, audience polling, and interactive sessions.
New technologies are improving event data collection and analytics, enabling organizers to utilize big data effectively.
Mobile apps, virtual platforms, and AI are becoming standard in modern event management.
Organizations are adopting event management software for efficient planning, execution, and follow-up.

14. Virtual Event Engagement

88% of virtual event attendees engage more with interactive content. This statistic emphasizes the importance of curating interactive content to keep virtual attendees involved and invested.

Incorporate live Q&A sessions to allow attendees to engage with speakers directly.
Use polls and surveys during sessions to maintain attendee interest.
Facilitate networking through virtual breakout rooms and chats.
Offer interactive activities such as gamification to encourage participation.
Ensure high-quality visuals and audio to keep attendees engaged during presentations.

75% of event marketers use social media platforms to promote their events, making it the most popular promotional tool.

Social media allows for broad, targeted outreach to specific demographics.
Use platforms like Facebook, Instagram, LinkedIn, and Twitter to promote event content.
Social media enables live event updates and interactive engagement during the event.
Hashtags and event pages help to centralize discussions and content around the event.
Social media influencers can amplify event awareness and draw in a larger audience.

16. Event Marketing Technology Adoption

Over 60% of event marketers have incorporated event technology into their strategies, underscoring its importance in driving engagement, streamlining processes, and gathering data.

Event technology enables smoother event registration, ticketing, and check-in processes.
It allows for enhanced audience engagement through interactive features, such as live streaming and polls.
Technology improves event data collection, making it easier to track ROI and attendee preferences.
Virtual and hybrid event platforms have surged in popularity due to technological advancements.
Advanced analytics tools help organizers evaluate event success and attendee behavior in real-time.

17. The Rise of Hybrid Events

62% of marketers believe that hybrid events offer the best of both virtual and in-person formats, providing a broader reach and greater accessibility.

Hybrid events cater to both in-person and virtual audiences, expanding the attendee base.
They offer flexibility for attendees who cannot participate physically due to geographic or logistical constraints.
Hybrid formats often provide additional content, such as on-demand sessions, for virtual attendees by following effective hybrid event tips.
Networking opportunities can be enhanced through digital meetups and virtual breakout rooms.
They allow event organizers to track both virtual and physical attendee engagement for better insights.

18. Event Attendee Preferences

55% of event attendees prefer in-person events over virtual ones. While virtual events have grown in popularity, many people still seek the tangible experiences and networking opportunities that in-person events offer.

In-person events allow for more personal connections and spontaneous networking.
Attendees value the interactive experience and the opportunity to engage directly with speakers, exhibitors, and other attendees in trendy event venues.
The ability to attend multiple sessions, workshops, and networking events in person is a significant draw.
Physical events allow for better product demonstrations and hands-on experiences.
Businesses are finding ways to combine the benefits of in-person engagement with the reach of virtual access through hybrid formats.

19. Event App Usage for Engagement

71% of event attendees use event apps during conferences or events, showing their effectiveness in providing seamless event experiences. These apps offer convenience and engagement tools for attendees.

Event apps help attendees manage schedules, access session details, and navigate venues.
They provide real-time updates on event changes, helping attendees stay informed.
Push notifications through the app can encourage engagement with interactive sessions or content.
Apps foster networking by enabling attendees to connect, chat, and schedule meetings with other participants.
They offer event organizers insights into attendee preferences, session popularity, and engagement levels.

20. Event Marketing Budgets and ROI

52% of event planners allocate over 50% of their marketing budgets to event marketing, highlighting the crucial role of events in a company’s marketing strategy.

Companies are recognizing events as high-impact marketing tools, leading to larger budget allocations.
Event marketing generates high ROI by fostering brand loyalty, building relationships, and creating memorable experiences.
Spending is often directed toward both physical and digital events, particularly hybrid formats.
Increased budget allocation allows for the enhancement of event experiences through better technology and engagement strategies.
ROI is measured not only in terms of attendance but also through social media buzz, lead generation, and post-event follow-up.

21. Growth of Event Marketing Technology

48% of event marketers expect their technology budgets to increase in 2024, reflecting the growing reliance on technology to enhance event experiences and streamline operations.

Investments in event technology enable better attendee engagement through features like live polls and interactive sessions.
Technology is essential for managing hybrid and virtual events, offering tools to facilitate seamless integration between in-person and remote audiences.
Event apps and virtual platforms are increasingly used to track attendee preferences, engagement, and event success.
Technology investments are also being directed towards automation tools to reduce manual tasks and improve event logistics.
The increased use of AR, VR, and other immersive technologies is transforming the event landscape.

75% of event marketers leverage social media platforms to promote their events, making it the most widely used promotional tool.

Social media enables wide-reaching, targeted promotions that can be tailored based on audience demographics, interests, and behaviors.
It provides real-time updates and direct communication with attendees, improving engagement and anticipation.
Hashtags, live streaming, and influencer partnerships help amplify event promotion and broaden visibility.
Social media platforms like Instagram, LinkedIn, and Twitter are essential for engaging with different audience segments.
The ability to share content instantly enhances event visibility and fosters a sense of excitement and urgency.

23. Virtual Event Engagement

88% of virtual event attendees engage more with interactive content, underscoring the importance of interactive features to sustain interest and participation.

Incorporating live Q&A sessions, polls, and discussions to maintain engagement during virtual events.
Creating opportunities for attendees to network and interact with other participants through chat features and virtual meetups.
Offering incentives for participation, such as exclusive content or virtual badges.
Using gamification elements, such as leaderboards or challenges, to motivate attendees to stay involved.
Customizing content and experiences to meet the needs and interests of different attendee segments.

24. Event App Usage for Attendee Engagement

71% of event attendees engage with event apps, demonstrating the importance of digital tools in providing a seamless event experience.

Event apps enable attendees to easily access event schedules, session details, and speaker bios.
Real-time notifications keep attendees informed about changes, promotions, and special offers during the event.
Networking features allow attendees to connect, chat, and schedule meetings with others at the event.
Event apps also offer features like live polls, session ratings, and surveys, which increase attendee participation.
They provide valuable data and insights, allowing organizers to track engagement and make data-driven decisions.

25. Event Professionals’ Budget Increase

67% of event planners expect their budgets to increase in 2024, reflecting the growing demand for high-quality events and the expanding role of events in marketing strategies.

Increased budgets are likely to be directed towards hybrid and virtual event technologies to improve attendee engagement and reach.
More funds are being allocated to personalization and interactive content, enhancing the attendee experience.
Higher budgets allow for better event promotion, including paid advertising and social media campaigns.
Organizers are investing in high-quality event content, such as live streaming, keynote speakers, and hands-on workshops.
Event professionals are also focusing on attendee feedback and improving customer service to enhance future events.

26. Event Marketing Technology Adoption

In 2024, 62% of event marketers are adopting AI-powered tools to enhance attendee experience and streamline event planning.

AI tools are being used to automate registration, ticketing, and customer service.
AI chatbots help with real-time attendee queries and personalized recommendations.
Event professionals are leveraging AI for predictive analytics to improve event planning.
AI tools can also be used to analyze attendee behavior and preferences during events.
Virtual event platforms are integrating AI to enhance networking opportunities through intelligent matchmaking.

27. Increased Budget for Event Experiences

60% of event planners plan to allocate more of their budget towards enhancing the attendee experience in 2024.

Investments in interactive sessions and hands-on activities that engage attendees.
Incorporating immersive technologies such as augmented reality (AR) or virtual reality (VR).
Focusing on personalized experiences, such as VIP lounges or customized swag.
Creating unique event environments that foster attendee participation and excitement.
Increasing investments in event décor, lighting, and other experiential elements.

54% of event marketers report spending more on social media advertising for event promotion than ever before.

Paid ads on platforms like Facebook, Instagram, and LinkedIn help expand the reach of event promotions.
Retargeting campaigns are becoming popular to re-engage users who interacted with past event ads.
Social media ads allow for precise targeting based on user interests, job titles, and industry.
Video ads, including event teasers and behind-the-scenes footage, are gaining traction for engagement.
Social media ads drive conversions and increase ticket sales when properly optimized.

29. Event Analytics to Measure Success

83% of event organizers are using data analytics to measure the success of their events, focusing on attendee engagement, conversions, and satisfaction.

Real-time analytics help event planners monitor social media mentions and attendee sentiment.
Event professionals are using surveys and polls to measure attendee satisfaction post-event.
Analytics tools track the success of event marketing campaigns, helping optimize future strategies by using attendee data.
Data-driven decisions are made to improve event operations, such as session timings and speaker selections.
Attendees’ digital footprints are analyzed to understand their interests and behaviors during the event, with a focus on event data ownership.

30. Rise of Sustainable Event Practices

45% of event planners say they are actively incorporating sustainability practices into their event strategies. Key strategies include:

Reducing waste by minimizing printed materials and using digital resources.
Offering virtual attendance options to reduce the carbon footprint of travel.
Partnering with eco-friendly vendors for event supplies and catering.
Implementing sustainable event design, such as using recyclable materials for décor.
Promoting carpooling or other green travel initiatives for attendees.

31. Virtual Reality (VR) Adoption in Events

48% of marketers are integrating VR into their events, offering immersive experiences that capture attendee attention. Key benefits include:

VR provides an engaging and memorable experience for attendees.
It can be used for virtual tours, product demos, and interactive sessions.
VR helps attendees visualize products or services in an engaging, immersive environment.
It can create unique sponsorship opportunities for brands.
VR is particularly effective for virtual and hybrid events, offering dynamic engagement.

32. Event Engagement Metrics

89% of event marketers use engagement metrics like session participation, social media mentions, and surveys to measure the impact of their events. Key insights:

Real-time engagement tracking helps adjust the event schedule based on audience preferences.
Social media engagement, such as likes, shares, and comments, is tracked to gauge excitement.
Post-event surveys provide qualitative feedback to enhance future event experiences.
Engagement data helps marketers understand which content resonates most with attendees.
Metrics are used to refine marketing strategies and improve future event promotions.

33. Video Marketing for Event Promotion

63% of event marketers use video marketing to promote their events, including teaser videos and event highlights. Key points:

Video marketing increases audience retention by delivering engaging content.
It is highly shareable, helping amplify your event message across social media.
Teasers and behind-the-scenes footage generate excitement and anticipation.
Highlight reels and attendee testimonials can encourage post-event engagement.
Video content can be used to showcase sponsors and partners, boosting their involvement.

34. Mobile Event App Engagement

80% of attendees download and engage with event apps, underscoring their importance in managing event schedules and interactions. Key benefits:

Event apps help attendees manage schedules, view speaker bios, and access venue maps.
Push notifications ensure real-time updates for attendees about schedule changes.
Event apps allow for in-app networking, enabling attendees to connect and schedule meetings.
Interactive features like live polling and Q&A keep attendees engaged during sessions.
Apps allow organizers to track attendee behavior and engagement during the event.

35. Return on Event Sponsorship Investment

72% of sponsors report achieving a positive ROI from event sponsorships, making them a valuable marketing tool. Key insights:

Sponsorships provide visibility and engagement with target audiences, leading to increased brand recognition.
They offer networking opportunities with potential clients, partners, and industry leaders.
Sponsors often receive access to exclusive event data, such as attendee demographics and behaviors.
Sponsorships increase a brand’s credibility by associating it with successful, high-profile events.
They help build long-term relationships with audiences through targeted exposure.

Unlock the Full Potential of Your Events with Swoogo

As field marketing evolves, integrating advanced tools and data-driven strategies becomes essential. Swoogo offers a comprehensive event management platform designed to streamline and enhance your field marketing efforts. From customizable registration paths to immersive digital event hubs, we provide the features you need to create memorable, engaging experiences.

Explore our pricing plans to find the perfect fit for your needs. Start your journey today and unlock the full potential of your events with Swoogo. Visit Swoogo Pricing to learn more.